How Cookie Based Web Ads Harm a Publisher's Business

Moving Beyond Cookie Based Adsin a Publisher’s Business

Brett Keirstead

VP of Sales

Knowledge Marketing

Brett.Keirstead@teamkm.com

Some KM Publishing Clients

Agenda

• Online Ad Environment

• Cookie Based Ads

• Related Issues

• Opportunities Through Data

• Best Practice

Online Ads

Current state

Print ads

Online channel

Run ofSite Ad

GeneralHomepage

Ad

ArticleBased

Full Page Takeover

Ads

Browser Cookie

Ad

Similar Conversations

• ¼ page = 240x480 display

• Rate card = CPM

• Advertorial = Contextual Ads

• Subscribers = Impressions

• Response cards = Leads

• Number of Issues = Site Duration

• BPA Data = Google Analytics

Changing Buy/Sell Process

• Real Time Bidding (RTB)

• Automated process

• Advertiser – Publisher – Exchange

• Core strategy or excess inventory

Cookies

Wiki – HTTP Cookie

A cookie is a small piece of data stored in a user's web browser.

AKA HTTP cookie, web cookie, tracking cookie or browser cookie

‘Cookie’ Overview

• Placed from visit, registrant, click

• Data types:• User name

• Password

• Browsing history

• Device type

• IP Address

• Online data

Cookie Ad Serving

Content Bank

Underlyingpage codingdefines ad

Advantages

• Easy to set-up

• Encourages personalization

• Helpful for excess inventory

• Broad access to content/ads

Issues

Issues

• Poor Context = Brand Erosion

• Competition = Game Changers

• Data Valuation = Your Part?

• Differentiation = Your Role

Bizo forArranging Furniture?

Poor Context = Brand Conflict

Competition = New Rules

Targeting Strategy

Profile = Ad Targeting

• Income• Interests• Brands• Discussions• Groups• Profile

Your Share?

$175M

$3.1B

What makes us (you) different than an automated, cookie

based buying and placement process?

Opportunity Through Data

YourProducts

Shift in Mindset

Data Services Ads

YourData

Products Services Ads

No info - Anonymous Online Identification A Publisher’sComplete Data

Profile

Data Distinctions

DEMOGRAPHICSQualification CardsSubscription FormsRegistration Forms

Profile Data

BEHAVIORSEmail Opens and Clicks

Website VisitsEvent Attendance

Webinar Registration

CONTEXTContent Engagement

InterestsArticlesTopics

Publisher’s Data Asset

Lead Score: 95

Complete Audience Profile• Name: Tom Brown• Title: VP & GM Digital• Company Name: Fresh Media• Company Address: 300 Continental Boulevard, Suite 650• Company City: El Segundo• Company State: CA• Company Zip: 90245• Business Phone: 310.356.4100• Email Address: tom@freshmedia.com• Country: United States• Decision Maker – Yes• Employees: 100-200• Annual Budget: $250,000 - $499,000• Revenue: $1B

• Subscribes to Print: Fresh Express• Opens Articles: Importance of a Life Raft Onboard• Attends Events: Boating Home Show• Registered Events: Palm Beach International Boat Show• Purchased: 3 minutes in heaven

• Content Engagement: Boat Safety, Horsemanship, Log Homes• Articles Visited last 60 days: Why You Need a Life Raft on Your Boat

Demographic

Behavioral

Contextual

Fresh or Stale Information?

Data in Action

Online Evolved

What all do we know?

IdentifyOnlyVisitor Website

CMS UnifiedData Profile

Real-timeAPI

Leveraging Data

Return a Rich Profile

• Hardware Buyer• Big Prospect• Subscriber• $1B Revenue• C-Level• Active Clicks• Faucets

• Hardware Buyer• Big Prospect• Subscriber• $1B Revenue• C-Level• Active Clicks• Faucets

Option 1

Option 2

• Profile match• Premium Ad

Superior to RTB

AnonymousAd #1 – Price = $x

RegisteredAd #2 – Price = $2x

High Value SalesAd #3 – Price = $4x

Differentiated Sale

Competition• Products

• Anonymous Impressions

• Site ads

• Content Only

• Online “Cookie” data

• Basic Lead Info

• Standard RTB

You• Unified Data

• Identified Visitors

• Targeted Ads

• Full User Profile

• Online and Offline Data

• Complete Lead Profiles

• Superior Premium Selling

Key Ideas

Key Ideas

• Online strategy is not ‘webify print’

• Data first not products and ads

• Use a fresh profile not a stale cookie

• Little effort = big differentiation

Questions